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Philip Morris, the tobacco giant most famous for the Marlboro brand, wants to leave the cigarette business for a new "smokeless" system that still — technically— meets the FDA's definition of a cigarette.

In anticipation of World No Tobacco Day on Friday, the company ran an ad in the New York Times calling to evolve the day into "World No Smoking Day." [...] "This campaign is to trigger this conversation of what we can do today for the smokers who don't quit," Philip Morris Chief Operating Office Jacek Olczak told Cheddar. [...]